LONDON—TUI Travel, Europe's biggest tour operator, has tapped Hudson Sandler to oversee a new corporate positioning brief.

The new assignment builds on Hudson Sandler's existing City PR relationship with the FTSE 100 leisure giant, which owns UK brands Thomson and First Choice.

UK consumer duties for both of those brands remain with Hill + Knowlton Strategies. Hudson Sandler, instead, is charged with boosting TUI's profile among travel and national media.

"Having leadership positions in a number of key areas impacting our industry – including sustainable development, the need for on-going innovation and evolving customer holiday experiences it is important that our share of voice continues to reflect this,” said Lesley Allan, group corporate communications director at TUI Travel.

Formed in 2007 through a merger of Britain’s First Choice and the travel assets of TUI’s German parent company, TUI Travel recently reported encouraging results for the second quarter of this year, and said it expected underlying profits to grow by at least 10 percent this year.

The results come despite disappointing returns in France and a steep dive in North African holiday sales. 

“We will be working to elevate TUI Travel amongst a broader corporate audience, extending and deepening brand relationships,” said Hudson Sandler MD Kirsty Leighton, who will lead the account.

One component of this strategy is communicating TUI's sustainability policy, which has already resulted in a key emissions target being reached.